Sherrille Riley is the owner of the award-winning boutique salon, Nails & Brows, that is located in the heart of Mayfair and has welcomed several high-profile clients including the Duchess of Sussex, Meghan Markle. A true brow aficionado, Sherrille is also the founder of her very own luxury brow collection, Beauty Edit Mayfair, that features a line of ten products, carefully curated to create the perfect bespoke brow to suit every skin-tone. LOOP BEAUTY contributor Sue Omar speaks to Sherrille about her journey as a beauty entrepreneur and picks her brain on pro tips and techniques for brows that wow.

1. Tell us a bit about your journey in the beauty industry?

I trained as a beauty therapist in Yorkshire and then moved to London and worked at Harrods Hair and Beauty salon. I come from a family of female entrepreneurs, so naturally starting my own business was always on the agenda. In 2014, I launched Nails & Brows in Mayfair to fill a gap in the market for regular grooming treatments for women such as brows, nails and waxing.  

2. How did you get into brow artistry?

Well, as a teenager, I accidently shaved off my brows in an attempt to pluck them myself – it was a massive fail! I then tried to fill them in with black eye-liner as back in the 90s, brow products were not really available anywhere. Before I knew it my obsession with brows began and I was constantly on the hunt for products and techniques to achieve the look I wanted. I knew that a brow business would help other women find a solution to this very common beauty problem.

3. How did you come up with the idea Beauty Edit Mayfair?

After launching Nails & Brows, I realised that there was a need for expert brow products that were also beginner-friendly for our clients. I spent two years researching the brow market, developing products in-house and creating the collection with my team.                      

4. What products are in the current collection?

Beauty Edit Mayfair consists of a collection of 10 products including brow fillers, highlighters and styling tools. The brow fillers and highlights are available in three shades – light, medium and dark – and have been created with pure pigment to suit all skin-tones. The range was designed by brow experts, so we wanted to include finishing products, such as a clear gel, to keep the hairs in place, brushes and sharpener - essentially, it’s a complete edited collection for brows. Last but not least, all my products are vegan, cruelty free and feature eco-friendly packaging.                                         

5. What is the best brow technique for shaping brows

It really depends on the skill level and experience of the brow stylist. I like to use a combination of waxing, threading and tweezing the hairs to achieve the best bespoke brows.

6.  How important is it to visit a brow expert?

I would definitely recommend visiting a brow expert for at least your first treatment so that you get the right shape. Then, with the right products, you can maintain it yourself thereafter. I really try to encourage Mothers to gift their daughters a brow treatment in their early teens as coming of age experience; it’s good to start early with the right brow foundation.     

Shop all the Beauty Edit Mayfair products here.